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Having said this, Popper (2004) noted a disturbing development whereby most developed markets seem to be excessively choked with competition. In most of these developed markets, there are hardly any untapped market segments that new market positioning can take place. In the light of this, a number of companies have resorted to seeking marketing opportunities in emerging markets.
Meanwhile, emerging markets have their own challenges and benefits that make it very important to have very good understanding of the particular market that a company seeks to enter (OSullivan and Sheffrin, 2003). Through the use of country of origin intelligence, it is possible to gather sufficient information about the best marketing entry strategy that will work well for a particular emerging market. It is in the light of this that the literature review is performed to outline ways in which The Royal Bank of Scotland can choose the right internationalisation models to enter Mexico as an emerging markets, based on the country of origin intelligence of that country. Most aspects of the review are however generalised for the themes of internationalisation model, emerging markets, and country of origin audit. The literature review is generally an opportunity to research into what has already been published in literature so as to debate on opposing arguments to find the best conceptual framework that fits into the current research topic.
The concept of emerging markets is one of the fastest developing concepts in international marketing. Oviatt and McDougall (2008) explained an emerging market to be a country or region that has economic activities which are stronger than a least developed country but generally weaker than a developed country. What this means is that the economic outlook of emerging markets comes slightly below that of developed
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